Jaguar reveals first concept vehicle after controversial rebranding

Jaguar, the British luxury carmaker, has shown its Type 00 concept car, the first look at a new electric vehicle after a contentious rebranding that has divided opinion.

The car, dubbed "Type Zero Zero," has a basic yet somewhat garish look. It is boxy, with elegant lighting and huge wheels, and stands out visually from the brand's existing fast vehicles and SUVs.

Following the vehicle's unveiling at Miami Art Week, the company released a statement on Tuesday announcing that it was "introducing an unmistakable, unexpected and dramatic physical manifestation of Jaguar, as the brand continues its transformation."

The Type 00 features a tall hood, a fastback shape, and 23-inch alloy wheels. It is available in two shades: Miami Pink and London Blue.

“The former reflects the iconic Art Deco surroundings of its reveal, the latter references its British heritage,” said Jaguar in the release.

Jaguar has said that it would become an electric-only brand focused on premium automobiles, but the transformation extends beyond that.

“This transition extends beyond the products Jaguar designs and engineers; it represents a reimagination of the entire brand,” said the automaker.

The 102-year-old luxury manufacturer is replacing its previous logo, which had all capital letters, with a new one that is intended to be a "powerful celebration of modernism," the business stated on November 18.

Other improvements to Jaguar's branding include a revamped pouncing cat emblem known as the "Leaper," as well as a new monogram incorporating the "J" and "R" in the company name. According to Car and Driver, the Leaper, which has been on the company's vehicles for decades, is being replaced with a badge.

“This is a reimagining that recaptures the essence of Jaguar, returning it to the values that once made it so loved, but making it relevant for a contemporary audience,” said Gerry McGovern, Jaguar Land Rover’s chief creative officer, in a press release last month.

The first production car under Jaguar's new approach will be a four-door electrified grand tourer made in the United Kingdom. It will be presented in late 2025, according to the carmaker.

Jaguar also intends to build a number of brand boutiques across the world, the first of which will open in the 8th arrondissement of Paris.